Introduction

Spotify has always been the go-to platform for independent musicians wanting to get heard in the digital age. But in 2025, the music landscape is moving faster than ever. New features like Showcase, Marquee, and the latest updates to Canvas mean artists have more tools at their fingertips—but they also face more decisions and competition.

So, what do these new tools actually mean for artists who are marketing on small budgets, unsigned, and hungry to grow?

1. Spotify Showcase: Put Your Releases Front and Centre

What it is:
Launched in late 2023 and now rolling out worldwide, Showcase lets you create “cards” for your releases and appear in high-traffic areas like the Home feed for targeted audiences. It’s essentially a paid in-app ad right on Spotify, starting at around £75 per campaign.

How it works:

• You pick a release (single, album, playlist)
• Choose a target audience (your followers, new listeners, similar fans)
• Set a daily or campaign budget (you pay per impression)
• Your card appears in Home feed slots for priority listeners over a set period

Pros:

• Can deliver a surge of real, in-platform streams from active Spotify users
• Targeted, so you can focus on likely fans or expand to new markets
• Instant visibility, not reliant on editorial playlists

Cons:

• Minimum spend may be steep for truly indie budgets
• Works best when paired with other buzz (press, release momentum)
• No guarantee of playlist adds or long-term engagement

Actionable tip:
Test Showcase first with your most stream-ready single, targeting listeners in a city where you already have buzz (look in your Spotify for Artists dashboard). A small trial can help you assess cost vs actual listener conversion.

2. Marquee: Flexible, Full-Screen Release Announcements

What it is:
Spotify Marquee is an on-platform campaign where your release is promoted via full-screen popups to targeted listeners, usually right after release. It’s splashy, eye-catching, and gives your music a real moment.

How it works:

• You set a budget; minimums are higher than Showcase (often closer to £200+)
• The campaign is time-limited and best for new releases
• Spotify claims that on average, Marquee listeners stream the release 2x more than others

Pros:

• Drives “deep listening” and repeat streams from engaged fans
• Great for building momentum right at launch

Cons:

• Price point is tough for DIY musicians unless you budget specifically for it
• Currently invite-only for some features and artists, though access is expanding

Actionable tip:
If you’re releasing an album or an EP, consider setting aside a marketing budget just for a Marquee campaign, and combine it with organic buzz on social media. Reach out to Spotify for Artists to inquire about eligibility, since they gradually roll out access.

3. Canvas: Micro-Video, Macro-Impact

What it is:
Canvas is Spotify’s looping video feature that lets you add 3-8 second visuals to your track. While not exactly a “promo” tool in the traditional sense, tracks with Canvas get more shares, saves, and profile visits.

Latest update:
Spotify now allows artists to easily change Canvases and even run A/B tests, so you can see which visuals actually drive more engagement.

Pros:

• Free to use for all artists with Spotify for Artists
• Boosts streams by encouraging sharing to Instagram Stories
• Adds a professional look, even on a tight budget

Cons:

• Doesn’t directly generate streams—but increases the likelihood listeners will interact or save your tracks

Actionable tip:
Change your Canvas regularly, especially during a release cycle. Try different looks (animation, live shot, lyric video) and track which gets more engagement in your stats.

4. Smart Linking and Promo Cards

Spotify has improved its promo card generator (promo.spotify.com) so you can instantly create social-ready assets for new releases, major milestones, or playlist adds. These are free and instantly shareable to Facebook, Instagram, LinkedIn, and more.

Actionable tip:
After launching your single, use Spotify promo cards in your social posts and on your artist profiles. Make it dead simple for fans to find and share your music.

5. Is Paid Promo Worth It for Indie Artists?

This is the big question. The new tools Spotify offers are powerful, but they’re not magic bullets—and the minimum spends can be high for those self-funding their careers.

What works best:

• Pair a Showcase or Marquee campaign with coordinated activity—press release, social media push, and email newsletter.
• Use Canva and promo cards to keep your visuals sharp across all channels.
• Always check the conversion rate: are listeners just clicking, or are they following you and listening again?
• Start small: test with a single, not an album, to see the real cost per fan.

Remember: These tools are best seen as amplifiers for your wider marketing—not as standalone solutions.

Conclusion

Spotify’s evolving suite of marketing tools can be a huge advantage for ambitious independent artists—but only if you use them strategically and as part of a broader release plan. Focus first on the platforms you control (website, mailing list, socials) and use Spotify’s paid promos to boost true moments of momentum.

If you’re ready to level up your Spotify marketing, start by exploring the free tools and consider a small paid campaign to test the waters. Your budget, audience, and goals will shape what works for you—but there’s never been a better time to experiment.